Helping People Become Business Owners with Cynthia Mora
Many people dream of owning a business. You get to set your own schedule, don’t have to answer to a boss, and can try things you might not otherwise be able to do. But owning a business is also hard work, and without the proper preparation, it’s nearly impossible to succeed. That’s where Cynthia Mora comes in.
Through FranNet of Houston, Cynthia helps people become business owners. She works with them to identify opportunities, find their passion areas, and learn the ins and outs of what it takes to not only launch a franchise, but also how to make it thrive.
Cynthia spoke with Good People, Cool Things about how she got started with franchise consulting, what many franchise owners overlook, and ways to get started running your own business. Note: This interview has been lightly edited for clarity.
How did you get into franchise consulting?
I had a marketing consulting business for three years. I had many different accounts, and my largest clients were franchises. Before I started my business, I worked in radio. It was such a fun career, but after doing that for 16 years I got tired of having a boss and not having any control over my schedule and my life. I took the leap into business ownership, but during my time in radio and also in my consulting business, I had many clients that were franchisees. That was a backdoor inside look at franchising, the opportunities it brings, and the potential for generating your own income.
I also got to see the lifestyle it afforded them. They seemed to have time during the day to do things with family or play golf. That always appealed to me. After three years of working for myself, I had a big change in my personal life. I was going to be an empty nester. My nieces and nephews were moving overseas — I was a fill-in Mom — and I needed to find something to fill my extra time.
So, I began looking for another business opportunity. I reached out to the local FranNet consultant in Houston, and she suggested that I join her. I did and have never looked back. I worked both jobs for the first year and, once I was comfortable, I decided not to renew my client contracts as they began expiring. Today, franchise consulting is my full-time job.
What do you like about helping people become business owners?
First, I just thoroughly enjoy getting to hear people's stories, learning about where they are in life, and where they want to go. After meeting with many of my clients, I often hear how our meeting felt like a therapy session for them. This is because we truly dive into our client's world to understand their motives, what drives them, and what their dream business would look like. It's not just about making money — it’s about finding the right fit for each of my clients.
With each of our clients, FranNet uses a proprietary assessment tool, essentially a personality test that’s geared to explore their business ownership preferences. We discuss the results together and figure out the best options for their business ownership search. I feel like my services really help clients evaluate the franchise opportunities thoroughly and allow them to truly evaluate each concept based on real information. There’s also a great sense of pride I feel when my clients are successful and reach their goals.
What’s something most people overlook about owning a business?
The time it takes to get it off the ground. The first year is always harder and more demanding than what people anticipate. The other aspect that most new business owners don’t truly grasp is that the franchisor provides the business format with ready-made resources. This includes full support from the brand, comprised of training, resources, unique pricing for supplies and other advantages. To become a franchisee means you’re part of a system of individual business owners who operate their respective businesses.
The one thing I think people overlook prior to becoming a franchisee is the extent to which your own personal business skills affect the success of your own business. The outcome is mostly impacted by the individual franchisee and how they operate it. Are they good marketers, managers of people, good at hiring, good at managing KPIs? That’s why embracing these resources should be the key to their success. Our work with our clients starts here: getting to know them on an individual level to make sure the individual franchise opportunities fit their particular skill sets.
How has owning a franchise changed since the pandemic?
Most franchises had to pivot and provide options for their franchisees in terms of social distancing and additional revenue streams. In education, food, and even service providers, we've seen many franchisors create a virtual platform to perform sales calls. We’ve also seen them move some content online, such as the education and fitness industry. These virtual services provided an additional revenue stream that didn't exist prior to Covid.
In addition, the franchisors adjusted their platforms to accommodate virtual training sessions, making it easier and less expensive for new franchisees to participate. I also think that because home-based businesses and service businesses thrived during the pandemic that more people are more comfortable with that business model than they would have been previously. It's less risky when you aren’t required to maintain a brick-and-mortar location.
Also, more people that now work from home instead of going to the office have the time and flexibility to research franchises on their own. I worked with more clients who were still working, while searching for a franchise, than I ever did before in all my eight years of franchise consulting. Almost all of my clients were downsized or laid off from corporate jobs prior to the pandemic. I also saw younger people research and buy businesses post-Covid, due to a more flexible work schedule and wanting to run a semi-absentee business simultaneously with their day job. Semi-absentee businesses allow business owners to build an additional income stream while still keeping their day job.
What was your favorite advertising or marketing campaign you did?
My favorite marketing campaign involves me hosting educational webinars where I present information on franchising, how to evaluate whether it’s a fit, the rules and legal aspects of the industry, and the advantages and disadvantages of the business model. Really, it’s just a comprehensive teaching session. It’s great for outreach, locating individuals who are ready to take the leap and willing to participate in the franchise investigative process.
What’s next for you?
My passion lies in creating opportunities that are life-changing. I’m on the board of an organization called Prestige Learning Institute that supports refugee families who come to Houston from war-torn countries because they’re persecuted in their own country. When they arrive, it's a blessing but also a traumatic experience to leave behind all you've ever known in your home country! Especially relocating to a new country where everything is foreign. It's scary and the biggest issue facing these refugees is finding work.
I've seen highly educated men who worked professional jobs in their home country now have to start from scratch — working two to three different jobs to provide for their families. I’m hoping to be able to expand my reach, and purpose, by tapping further into this particular target market.
Want to learn more and see if a franchise is right for you? Check out FranNet’s franchise opportunities.